TOH, PRCO’s lifestyle agency, is the retained PR agency for The Bicester Village Shopping Collection, comprising 11 luxury shopping destinations across Europe and China.
The brief is to represent the brand across the GCC, manage the PR communications plan, support with influencer and media visits to the Village and raise the profile of each individual Village, based on strong insights and consumer trend mapping.
TOH’s lifestyle team works closely with the client on annual PR plans, based on a tight brief and market understanding. The strategy to date has been on both traditional and non-traditional media outlets, to reposition The Collection as an experience as opposed to simply a shopping destination.
The result is a comprehensive approach, from CEO profiling to VIP hosting to micro-influencer engagement.
Highlights have included beating all expected targets for media and influencer visits in European markets, achieving 46 trips in a six-month period. The team has also hosted a series of in-market visits from the Chair of the company and selected spokespeople, achieving brand profiles and building relationships with the high net worth target market, with a tangible impact on tax free sales.
Notable work also included the launch of the brand’s collaboration with Emirates Airlines Skywards program.